At the end of the 19th century washing clothes at home was done by cutting off chunks of laundry soap to create foamy water - since then, Unilever's LUX has evolved into a much-demanded beauty soap. JWT Johannesburg recently conceptualised a glamorous campaign for its long-standing client's new product, LUX Beauty Body Wash, a pampering range to indulge the senses.
According to JWT Johannesburg's Business Unit Director Davina Wertheimer, the brand's legacy of beauty; glamour; and intelligence dates back over 100 years.
"It was in the 1940s and 50s that Hollywood stars like Ava Gardener; Elizabeth Taylor; Sophia Loren; and Bridgit Bardot personally used and endorsed the luxury soap," she says.
Renowned TV personality and businesswoman Jo-Ann Strauss, the new LUX Beauty Body Wash brand ambassador, is as glamorous as ever in the innovative advertising campaign that spans TV; print; and POS.
The brand's payoff line, 'Just a few drops of LUX Beauty Body Wash gives you silky, soft skin. Everyday,' sums it up.